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State Cooperative Marketing Program
Guidelines
The North American Limousin Foundation (NALF) created the State Cooperative Marketing Program to help state associations share a cohesive Limousin message across the nation, making the most of their relationships with local, state and regional marketing outlets. In the program, NALF reimburses state associations up to half of qualifying advertising and other marketing expenses in an effort to increase the range and frequency of a consistent Limousin message.
The program’s goal is to promote Limousin genetics to commercial cow-calf producers. The program has several guidelines to assure targeted, consistent messaging across the nation.
- State associations wishing to participate must submit completed marketing plan forms (available in PDF, MS Word and RTF) to NALF by July 25 to request reimbursements in the upcoming fiscal year. A staff committee will review the plans in light of qualification guidelines and recommend allocations for the Board of Directors to consider at its summer budget-setting meeting. After the meeting, NALF staff members will inform state associations as to how much NALF money the Board approved and provide marketing guidance where appropriate.
- The NALF director of communications will work with association marketing coordinators to provide NALF-approved ad materials for the program. NALF will reimburse associations only for advertisements that use current, approved ad material and that meet the current program guidelines.
- State-coop reimbursements are available for the following:
- approved print and radio advertisements promoting the Limousin breed in a manner consistent with the national ad effort (association-sponsored sales can be included if they specifically target commercial cow-calf producers and at least half of the sale offerings are bulls);
- Limousin booths and the distribution of Limousin promotional items at fairs, farm shows, conferences and other appropriate venues;
- promotion of Limousin-influenced feeder-calf sales; and
- other creative and effective efforts consistent with the national ad campaign that directly target commercial cow-calf producers as the state association and NALF agree.
- State-coop reimbursements are not available for the following:
- membership dues or show premiums;
- to produce, distribute or advertise in state associations’ own membership publications;
- advertising in regional, national or international Limousin breed publications;
- Web-site development or maintenance or other Internet-based marketing; or
- to promote an individual breeder’s sale or state sales not directly targeted at commercial cow-calf producers.
- State associations must provide, in a timely manner, copies of original invoices from media outlets or event organizers; tear sheets, broadcast schedules or other evidence of placement; and copies of their payments to receive reimbursement.
- The program is primarily a reimbursement system. A state association may arrange for a media outlet or an event organizer to split-bill it and NALF only when the NALF office approves that arrangement at least 60 days before the publication date, first broadcast or event. If NALF receives an unapproved split bill from a media outlet or an event organizer, it will forward the bill to the state association for payment. The association then will have to request a reimbursement as normal.
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